A Social Impact Brand is Using Interactive Content On Their Website and It’s Pretty Sweet🍯🐝⬡

A comb through Siponey Spritz’s interactive content

Watching or reading content on a website in a static way means that you are not actively engaging with it; you just read or watch it. Watching or reading content that involves scrolling through a map or playing with an image means that you actively engage with it by interacting with it. Siponey Spritz Co. has designed its website to incorporate two forms of interactive content: Maps and Media.

Let’s comb through to see how they are doing this…

Interactive Maps

Some forms of interactive content might include promoting a quiz or using a calculator or map. Maps are good content choices to help people visualize different locations or routes. I believe it works well for Siponey because it expedites the process of finding the product. It also works for the liquor industry because in some cases people don’t know where to physically find drinks. It was intriguing to see the simplicity of design when incorporating this map onto their website. I believe this is a trend that is here to stay not just in the liquor industry but applicable to other product categories as well. According to JEM Products, 33% of all searches made on mobile are related to location, which means that a Google Maps Widget is becoming a critical driver of mobile traffic. Once a customer has the location, he or she can call for information, or stop by in person. Overall, it makes it easy for customers to take the next step and directly connect with brands, and for brands to connect with potential customers.

Interactive Media

Some forms of interactive content on a website might include interactive media like social media, YouTube videos, digital audio, games, or web design and UI/UX. Web design and UI/UX are good content choices for increased engagement and websites are getting more innovative with this. Combining user interface and user experience creates a “user interaction experience” and Siponey does this through its merchandise landing page. Here, users can interact with products for a better experience. It was intriguing to see images in high definition not just on the merchandise page, but on the home page as well. Here, it almost seems like they incorporate a touch of augmented reality. In 3d format, honey dripped, a lemon was squeezed, a can was opened, and a can was poured. To be honest, I’m not sure if this could be considered AR or just really advanced media production but, in this example, Siponey allowed viewers to check out its products in 3D, which boosts engagement (stays longer on the site) and buyer confidence (sees the ingredients in action). I believe this is applicable and a trend that’s here to stay. According to Popcomms, 93% of marketers agreed interactive content is somewhat or very effective at educating buyers and 70% said the same thing about static content.

What the data tells us

As a content marketer, it is going to be the norm to incorporate interactive content into your strategy. Siponey has amassed revenues of 5 million since launching in 2019. Do you think their digital marketing efforts contributed to this- I think so. If you are still on the fence about how interactive content can help you achieve your marketing objectives, here are some inspiring stats from various credible sources on the competitive advantages of interactive content:

• Gains two times more engagement than static content. (DemandGen)
• 77% of marketers stated it means repeat visits and multiple interactions with a brand. (Content Marketing Institute)

Siponey is on a great trajectory to position itself as an industry leader through its use of interactive content. As long as the honey doesn’t virtually pour onto your keyboard, people will continue to blog about it 🍯🐝⬡.